Safavieh to Enter Fixed Lighting Category

From Safavieh’s new fixed lighting line

From Safavieh’s new fixed lighting line

PORT WASHINGTON, N.Y.–Safavieh delves into the lighting fixture category, debuting its initial line of 65 items at the upcoming Las Vegas Market. The company shows in Building A, A-101, at World Market Center.

The line will include chandeliers, pendants, ceiling lights and coordinating sconces, and be constructed of such materials as chrome, brass and brass and steel fixtures. In addition, it will include drum pendants and drum chandeliers with fabric shades, crystal finials and prisms. “Overall the collection is categorized as transitional and soft contemporary, but styling ranges from updated Arts & Crafts and Williamsburg-inspired designs to European modern,” said Jonathan Yaraghi, wholesale division vice president, who developed the line.

“The decision to enter the fixture category is based on our long-term strategy to provide total home furnishings solutions for design-savvy consumers,” said Yaraghi. “We tested the market in January 2014 with fixtures and sconces as part of our first Thom Filicia Home lighting collection. The response was very positive and prompted us to push forward our plans to introduce a Safavieh-branded fixture line in Las Vegas rather than waiting for High Point Market in October.”

The line is manufactured in China and stocked in Safavieh’s seven distribution centers for quick-ship delivery. Prices range from $195 to $299 for flush mount and semi-flush ceiling lights, $250 to $550 for pendants, $299 to $499 for chandeliers and $159 to $449 for sconces.

Safavieh introduced table and floor lamps in January 2012 with 50 SKUs—“today we have more than 500 SKUs and by the end of 2014 we will be approaching 1,000 SKUs in lighting,” Yaraghi said. “Growth has far outpaced projections.”